The Journal also suggests that Apple is prepared to cap its per-tap charge to advertisers. Previously unlimited, the $2 per-tap fee (and $10 per thousand views) was quickly draining advertising budgets. There were no further details on how the cap would work or when it will take effect.

Finally, Apple has supposedly been providing high-profile marketing executives with information sessions and tours of the Cupertino campus. While this is common practice for many Silicon Valley corporations, the Journal notes that Apple hasn't wooed advertising executives like this before. Shiv Singh, head of digital at PepsiCo Beverages, told the Journal "[Apple] are still learning the advertising world."